Volkswagen's 'Voltswagen' Rebrand: An April Fool's Joke

Volkswagen Rebrands as "Voltswagen" in the U.S.

UPDATE: According to reports from the Wall Street Journal, the rebranding announcement was, in fact, an elaborate April Fool’s joke. While VW Europe confirmed this to the publication, the original press release remains live on VW’s U.S. media website without any retraction. Reuters has also reported the same information, citing three anonymous sources.

A Shift Towards Electric Mobility

Volkswagen has declared its dedication to electric vehicles through a significant rebranding initiative in the United States. The automaker announced it will officially change its name from “Volkswagen of America” to “Voltswagen of America.”

Initial reports surfaced late Monday, leading to speculation about a potential April Fool’s prank. However, the company’s official release suggests a serious commitment to the new brand identity, slated to take effect in May 2021.

The Rationale Behind the Name Change

Voltswagen, formerly known as Volkswagen, states that this transformation is intended to underscore its dedication to “future-forward investment in e-mobility.” Essentially, the company wants to emphasize its strong focus on electric drivetrain technology.

Interestingly, ‘Volkswagen’ translates from German to “the people’s car.” This raises the question of whether Voltswagen represents a car for… volts?

VW’s Explanation

Volkswagen clarifies that the connection is more symbolic than literal:

“We have consistently stated, since the beginning of our transition to an electric future, that we will produce EVs for the masses, not exclusively for the wealthy,” explained Scott Keogh, VW CEO and President, in the official announcement.

“This name change acknowledges our heritage as the peoples’ car and reinforces our conviction that the future lies in providing an electric car for everyone.”

The ID.4 and Future EV Plans

This announcement coincides with the commencement of shipments of Volkswagen’s all-electric SUV, the ID.4, to the U.S. market.

The ID.4 boasts a starting price of $33,995, before any applicable federal or state tax incentives. This positions it as a relatively affordable option within the current U.S. electric vehicle landscape.

Volkswagen is committed to lowering emissions and aims to achieve one million global EV sales by 2025. The company also plans to offer a lineup of over 70 models, encompassing both VW and its sub-brands, by 2029.

Branding Updates

The Voltswagen branding will incorporate a brighter shade of blue on the VW logo for all-electric vehicles. Conversely, gasoline-powered cars will maintain the traditional, darker blue aesthetic.

The full word “Voltswagen” will be displayed on EVs alongside the logo, while the logo icon alone will be used for branding gasoline cars in the U.S. moving forward.